How to Follow Up on Trade Show Leads

Instructions1.Enter your leads and the customer contact information into a contact management system. If you do not have such a system, simply enter the information into a spreadsheet program.2.Organize your leads by product or service category. This will assist you in following up and ensure you follow up with the correct information.3.Create a marketing communications plan to follow up with each customer. Educate your sales personnel on this plan and engage their participation in making the plan a success. Your plan should include a series of contact opportunities such as direct mail, phone calls using sample scripts, a face-to-face meeting with presentation or a product demonstration.4.Create the necessary marketing materials such as a direct mail postcard or email campaign. Include targeted messaging, your company branding, contact information and a call to action for the customer to learn more.5.Implement your plan over a predetermined period of time. Keep in mind you may need to alter your implementation based on customers with specific product or service interest versus those with general interests.6.Track the success of your implemented plan according to the number of generated business opportunities such as proposal requests and sales made.

*Follow up on leads while they are still hot. Give the customer enough time to return from the trade show and then follow up immediately.

*If your contact management system reflects prior interaction or interest with a specific customer, you may want to avoid mass mailings to this customer and continue on your existing sales cycle.

How to Generate Sales Leads

Generating sales leads is critical to salespeople, no matter how long they've been in the business. New sellers need qualified prospects to build up a customer base. Established salespeople need to constantly generate new leads because the average customer attrition rate is 15 to 20 percent. This means that if sales veterans don't go after new customers, their sales volume and personal income fall.

Mailing ListsCold calls are a necessary evil for many in sales. These are calls made to potential customers with whom you have no prior contact. Ideally, you can get more qualified leads by buying mailing lists from reputable companies that have names and contact details cataloged by geographic area or product interests. Your company can also build internal mailing lists by going to events and adding new contacts to a database.

ReferralsFor established sellers, referrals are a lifeblood of new business. Referrals are new prospects shared by current customers or prospects who didn't buy. Getting referrals is sometimes difficult, as some people are reluctant to give you names and numbers of friends or family. You must convince the customer that he is essentially doing the person a favor by getting your solution in front of him. Referrals help you create a personal connection on your initial contact.

OnlineThe Internet has paved the way for a number of new media lead-generating tactics. Many companies and salespeople put questionnaires on their own websites and in ads on other sites to get contacts. They may offer a reward or incentive for completing a brief survey. Or you can offer a free weekly e-newsletter and ask for contact information at the point of registration. This approach also gives you a segue into the initial contact. You could start a blog or virtual community to turn readers into prospects or run contests and sweepstakes through your website or Facebook page.

Existing CustomersYour business is more likely to generate more revenue from top customers than from new customers. Your best customers already know you and like you. If you can get them to buy all of your products and services, you increase your share of their wallet. Asking a satisfied customer if he has a need for one of your other products and services is typically simpler than cold calling an unfamiliar contact.

Ways to Generate Sales Leads

Whether you are operating a small business or a large corporation, a business runs on sales. To get those sales, you need to generate leads or ways to gain more customers and sales throughout the year. A business cannot grow when it does not constantly generate new business. Resources like the Internet, current customers and even sales pitches are necessary for generating new sales leads and keeping your business working for you.

Current Customers and ReferralsThough it seems like an age-old method, word of mouth is actually a useful way to generate new leads for your business. This is primarily because it is hard to convince someone who does not know your business to purchase from you, but when a current or past customer tells that same person, that person is more likely to purchase from you. Ask current clients to refer your business to their family and friends, or even start referral programs to entice your current customers to sell your business to others.

Cold Calling and Door-to-Door SalesThough the use of the Internet has made it a lot easier to reach a targeted network of potential sales, this often removes the personal touch of a business. Cold calling potential customers and letting them know about new products, upcoming sales or even introducing your company can generate new sales leads. The same applies for making door-to-door calls, and handing out flyers or brochures for your business. Giving people a voice or a face to put to the company can aid them in remembering it.

Trade Shows and ExhibitionsIf your business can be marketed at trade shows and events, then your business should be attending these events. Though trade shows are costly, they can typically be written off on your taxes, and the rewards of new sales may end up covering the costs of the trade show. If your business relies on local sales, then attend local trade shows and exhibitions that will introduce you to potential customers in your area.

Social Networking and BloggingSocial networking and blogging have become popular in the past decade. Sites such as Facebook or Twitter can be used to promote new events, upcoming sales or simply to announce products for your company. Create a network with other companies through social networking sites, and offer helpful advice on your company blog that adds a personal touch to your company. When blogging, try to not directly sell customers products, but offer helpful advice on how to use a product or service that you may be selling.

Alliances with Other BusinessesOften there are other businesses within your area that need or correlate with what you sell. For example, if you are a cake decorator, make alliances with local photographers, party planners or party hosts. These companies can then offer your services to their customers at a "special rate" to help generate new sales and a new pool of customers for your company.

How to Generate Phone Leads

Generating good, qualified phone leads is tough. You must be persistent and consistent in order to create a steady flow of leads. There are really only two ways to get good leads: Pay someone else to do it, or do it yourself. The irony is that to generate good phone leads, you often have to call hundreds of people on the phone, all but a few of whom won't be good leads. However, by using simple networking skills, you can generate all the phone leads you will need. And they will be better, more productive leads than those you would spend hundreds of dollars to purchase.

Instructions

Generating Phone Leads by Networking

1.Be prepared. Get professional-looking business cards. Keep them basic and uncluttered: business name, your name, contact information and maybe a short, well-worded reminder of who you are. This creates a professional first impression. You can get business cards made online for practically nothing. Also, always carry a pen -- one that works. You never want to encounter a lead and not be able to jot it down.

2.Engage people in person. Start by making a list of everyone you know, but branch out: People are everywhere, and you just need to talk to them. They could be fellow shoppers in the grocery line, the clerk at the counter, riders on public transportation or anyone else you meet. Strike up a conversation. A simple mnemonic to keep conversation going is the acronym "F.O.R.M.," for "family, occupation, recreation and message." With these four topics in mind you can carry on a conversation for as long as necessary.

3.Ask for the lead. When you get to the "message" part you your conversation, tell them what you do in a nutshell and ask them if they would like to know more. Give them two of your business cards -- one to keep, and one to write their name and phone number on. After you part, write yourself a concise note about the conversation, noting any areas of interest that will make good conversation starters when you call. When you get home, transfer the lead and notes to your call list.

4.Follow up. Call in 24 to 48 hours to re-establish contact and set an appointment. Document your conversation in a day planner. Next to the appointment time, write the date or page of your day planner on which the note appears, and review it prior to the appointment.

5.Always ask for referrals. This is a gold mine for additional leads. Using a friend's name as a referral source when you call establishes immediate credibility, putting you ahead of the game.

*Calling out of the phone book is time-consuming and unproductive. People get annoyed at automated systems.

*Be aware of "do not call" lists, both national and state. There are penalties for calling people who have requested no calls. By generating your own leads, you avoid this problem.

How to Find Sales Leads

Sales have come a long way since the door-to-door salesman. Retail sales are now exploding on the Internet, changing the methods companies use to both reach potential customers and micromanage marketing to the niche of customers interested in their products. Finding a sales lead has also become much easier with the use of the Internet, but there are many others ways to gather sales leads. Here are a few suggestions to help increase your list of contacts.

Instructions1.Buy or rent a list of potential sales leads from a company specializing in obtaining, cleaning and selling lists. Like many industries, list companies have merged and grown in size to where there are a few major players and a lot of minor ones. Call some of the larger ones and get prices. Buying only email addresses is the most popular and cheapest way to go. Once your Internet ad is developed, the price of both sending the email or having it rejected is free or minimal if you have a specialist do the email blast for you.2.Collect business cards at an organization or chamber of commerce meeting. The best salespeople in the largest companies still consider every business card a potential sales lead.3.Jot down the names of potential leads as you read your daily newspaper or trade magazine. You can tell from the ad what the business specializes in and whether or not they might be a good lead.4.Browse through Internet Web sites when you have a little time to spare. Do searches for companies that may have an interest in your product or service and review their Web sites. You may find not only valuable leads but also valuable information that could increase your success rate.5.Ask family, friends and relatives for leads. Ask your neighbor and ask your golfing buddies. Ask the person next to you on your next business flight. Leads dissipate over time, and you need to be constantly filling up your pipeline.6.Establish a business relationship with another person to gather leads for you in exchange for some sort of monetary return, usually by sales lead or by a percentage of sales.

*The best list companies are the ones that have their own staff constantly updating information. Most lists today should come with the corporate name and address, the corporate parent's name and address and the officers, directors and chief management staff's phones, faxes and email addresses. They also list variables such as the size of the company by gross and net dollar amount and the number of employees. These lists are more expensive, but you will have a far better list of leads, and the extra cost may be worth it to you.

*Most list companies either rent or sell their lists for 1 year only. Make sure you understand what you are buying before you sign any contract. List companies plant phony names in the list they sell you that will indicate to them if you are using your list beyond the time your contract stipulates.

*Lists are considered practically obsolete after 3 months because so many people change jobs frequently, have more phone numbers and change their email addresses. Many small businesses and individuals sell lists that do not belong to them and are not current just to make a fast buck. Make sure you buy from a reputable company.

How to Develop Sales Leads

Generating sales leads, also called business prospects, is essential for professionals who work on a commission basis. This includes real estate agents, mortgage brokers and insurance agents. Business owners also seek leads to keep sales revenue flowing. Developing sales leads can be challenging, especially when you're in a competitive industry or just starting out. There are simple strategies that can help you increase and develop sales leads for your company.

Instructions1.Contact friends and family to get sales leads. Give them business cards to pass out. Someone who knows you personally will be more apt to spread positive word about your business. You can develop promising sales leads via word of mouth.2.Establish a lead generation website to reach your target market. These websites are specifically designed to deliver information then request information from the reader. Narrow the focus for your website as much as possible. For instance, instead of advertising yourself as a "Real Estate Agent in California," position yourself as a "Real Estate Agent for the Stars in Hollywood, California." You can hire a designer to create the website or purchase a template design and create the lead generation website yourself (See Resources).3.Consider hiring online affiliates to help you find sales leads. This strategy is especially effective if you offer a product or service nationwide. Online affiliates have expertise in contacting people within target markets (See Resources).4.Provide the affiliate with detailed information about your product. You also need to provide the affiliate with a sample of your product and sales materials. Pay each affiliate a set fee for each unique sales lead.5.Post fliers advertising your service in select locations if you have a local business. Determine your target market and post the fliers where those potential customers can be found. For instance, if you are marketing a service to new families, post your fliers on daycare bulletin boards and at family-style restaurants. Leave business cards as well, when possible.6.Participate in local events. Lease vending booths at fairs and attend town forums to meet the public. Go with fliers and business cards in hand. Talk with the public, tell them about your service and provide them with contact information. Try to schedule appointments with interested parties and collect phone numbers or email addresses for your leads list.

How to Identify Good Sales Leads

"Home Business" magazine reminds us that time spent on a bad sales lead takes away from time that could be spent closing a good sales lead. A successful sales professional understands how to separate the good leads from the bad leads, and they also understand that this process can take more than just a simple Internet search. Weeding through sales leads to find the good ones requires a careful process that, when perfected, can be repeated continually to help generate a steady stream of revenue.

Instructions1.Consider the source of the sales lead and use that information to help prioritize your list of leads. A contact that was made at a trade show is more of a promising lead than a company that was pulled at random from a phone book. When processing new leads always find out what the source of the leads are so that the potentially hot prospects can be put at the top of a sales professional's list.2.Enter each lead into a customer management software program that will help to keep the leads organized, and allow each person that contacts the leads to make notes on their conversations.3.Begin to categorize prospects based on how they respond to initial calls from sales representatives. This can be done using the customer management software. Prospects that indicate a need to buy within the next six months gain priority over all other leads. Other qualifiers that can be used include customers who show some interest and have requested further information, customers who may have a need in the next 12 to 18 months and have requested a representative stay in touch with them and prospects that indicate little or no interest in your company's offering.4.Research the hottest leads to see if there is any information on their company in the industry magazines, on the Internet or in the local or national newspapers. Information about upcoming projects for prospective customers can reveal a great deal about how hot a prospect really is.5.Stay in contact with the hottest leads, and make detailed notes on your progress in the customer management software. Any prospect that continually puts off making a decision should be moved down the priority list and replaced with a new hot prospect.*This should be an ongoing process. You should always be working on a set of hot leads, and then have new prospects in the pipeline that could step up and replace leads that have gone cold.

How to Convert More Leads into Sales

Converting leads into sales is what drives many businesses. In order to be successful at a sales job, the key is lead conversion. Sales jobs are often commission-based, therefore by turning more leads into sales, you are putting more money into your pocket. How to go about converting leads into sales can be a tricky topic for those just starting out, as well as seasoned sales people.

Instructions1.Obtain leads from anywhere you can. Sales is often times a numbers game. The more leads you obtain, the more sales that can occur. Everywhere you go, talk to people and hand out business cards. Everyone is a potential lead, or may be able to refer you to a potential lead.2.Categorize each lead into three categories, "A" category are the ones most likely to purchase something very soon, "B" leads are those that are most likely going to buy, at some point. And "C" leads are the ones that you are not sure about, but want to keep in touch with just in case. Contact your "A" leads the most often, perhaps weekly, while "C" leads may only get a monthly newsletter.3.Keep a blog, or an updated website. Updating often is the key. This keeps your clients in touch with the industry, and they will turn to you as the professional. Update on all current information, trends and/or news within the business. This is a quick and easy way to keep everyone updated.4.Do something special for your lead. Immediately upon meeting or speaking with a new lead, make it a priority to do something special right away. If it is their birthday or anniversary coming up, send a card. Maybe you have extra tickets for a local sports event? Those are good items to have on hand. If all else fails, send a card for the season.5.Overcome objections. If a lead is threatening to walk away, you need to find out why. Can you overcome their objection? Often times a lead may have more questions or will let you know why they are saying no at this time. Is it cost? Can you offer them financing or another option? Whatever their objection, work on overcoming it.6.Keep a constant point of contact. Email newsletters are a great way to keep contact with all leads. You can set this up to be automatic, on a weekly, bi-weekly or monthly basis. This keeps your name in front of them and reminds them that you are available to serve their needs.7.Keep all opinions to yourself. If you are selling a car, don't make a remark about how ugly red interiors are, that may be their favorite and you have just offended them. Don't voice political opinions either. Often a touchy subject with people, and you are bound to offend some people with your thoughts.

How To Follow Up With Leads That Don’t Return Your Call

The following question was sent to me from Arthur:

“When trying to contact a prospect from the real-time leads purchased and failing repeatedly to get them on the phone for an initial conversation – how many times and how frequently should a person continue to dial that prospect’s phone before leaving a voice mail message? And what kind of voice mail message should be left on the voice mail of the prospect that never answered their phone even for an initial conversation?”

Hello Arthur,Thank you for your question. Let me take you back to the Inviting Formula so I can put this all in perspective for you.

The Inviting FormulaGreet your prospect (the lead) so that they’re talking with you.Qualify your prospect to find out what they wantInvite them to look at something that will help them get what they wantClose to action so that you’re actually moving them towards getting what they wantFollow up or follow through with them to ensure they get what they wantIf any questions or objections come up, you handle those and continue with the Inviting Formula wherever the objection came up.

Now, the question you are asking has to do with step 5 – “Follow up with them.” The reason you’re on step 5 is because all the other steps require you to be talking with them in order to perform the step. So you follow up with them so you can go through the Inviting Formula with them.

Imagine You Are the LeadPlease take a step back and view this as if you are the lead. They’ve seen an advertisement and filled out a request for more information and then that has been routed to you (when you bought the leads).

When a lead fills out a contact form requesting more information they are typically “searching” for a solution to something (unemployed, bored, wants more, etc). Most often they don’t just fill out one form and most often they’re not just looking at one source for a solution. Meaning, they may be answering help wanted ads in the newspaper, watching infomercials, putting out resumes and looking at business opportunities through search engines, magazines, etc. Just like if you’re in the market to buy a house or a car, you don’t just look at one house or one car dealer, you look at several.

So if you can pretend you are the lead for a few minutes you will be able to do the right thing(s) for them.

The Follow Up

In Professional Inviter I cover what I call “three things about follow up.” The first one is unrelated to this discussion – it’s about the importance of the “close to action step” in doing good follow up. But the other two are very important to this discussion.

DO follow-upIt’s not youIn the way the question above is worded, I can sense some frustration and I want to tell you: #1 you’re doing the right thing – you’re following up! Now, how you do the follow up and how frequently you do it is important.

How It’s DoneCall the lead the first time (as quickly as possible after the lead hits your email box) and if you get their voice mail, hang up (without leaving a message) and call back in about 30-60 minutes. If you still get a voice mail, leave an upbeat professional (non-hype) message.

Your message might be something like:

“Hello _____, my name is ______, you responded to an advertisement having to do with a business you could work from home. I’d like to discuss this with you. The number you can reach me at is _________; again that number is ________. Depending on when you call, I may be in a meeting so I’ll also try to call you again. If you get my voice mail, please give me a time you’re available to have a quick chat. Again, my name is ________ and I look forward to talking with you.”

Depending on the time of day, you could call back again the same day. I’d make sure there’s been a time lapse of at least 3 hours (from the time you left your message). So if you called at 5 p.m., you may call again at 8 p.m. For someone you don’t know, I’d not call much after 8:30 p.m.

Over the next 7 days, call 3 times – leaving only one message. This is a simple message:

“Hi _____, this is _____, trying to catch up with you. My number is _____, again ____.”

Never Get Frustrated or Upset

Just simply call with the intent to make their life better. You’re going to need to talk with them in order to do that – so you’re just doing what you need to do to help them – NO DRAMA!

Over the 2nd seven day period, call two times – leaving one message.

The Final Message

Over the 3rd seven day period, call one time and leave a “final” message. The final message would be something like this: (Note – the message below is only for someone you don’t know. Use the script in Professional Inviter for people you know.)

“Hi ______, I’m taking your lack of response as not being interested – which is fine; hopefully you’ve found what you’re looking for. If anything changes and you want to pick this up at a later time give me a call. I’d like to help you. Bye.”

That’s it – it’s not hard. There’s nothing to be frustrated about – some leads find what they think will solve their situation in between the time they fill out the form and the time you call them. Some people don’t answer the phone from someone they don’t know – so everything is about how you “sound” on your message – so practice leaving that message until it’s razor sharp!

And the final note I will conclude on is, it’s not you. Meaning, you can do everything right and the lead still does not call you back – it’s not you so don’t give it another thought. Call another.

I’d be embarrassed to pretend there’s something hard about doing this.

Thanks for your question, Arthur. I hope I’ve helped you.

Next Steps: When you know the Inviting Formula cold, you’ll never wonder what to say or when to say it. Like Donna Hedrick, you’ll be saying, “This has moved me past many obstacles like no other personal development has yet. The series has helped change my mindset and “how to” actually know what to say at what time and to understand my prospect’s position.”Be in control when you’re a Professional Inviter.